They shy away from the concept of fast fashion«we are at theopposite to» and claim, with their «Life wear», that philosophy from oriental origins, not too far away (the Japanese brand was founded in 1984 by Tadashi Yanai) of being able to offer a “life to wear” to improve our daily lives. And at the center of Uniqlo, the first headquarters in the capital of the global clothing retailer that will open tomorrow Thursday 18th Aprilto the public in the renovated Galleria Alberto Sordi in Piazza Colonna, there is also a laboratory dedicated to sustainability, to the repair of garments, in harmony with upcycling, but also for customizations such as embroidery, applications, dedications, which can be chosen and will be carried out within 24/48 hours of one tailoring specialized.
«Timeless» garments
«We don’t follow fashion trends – explains Maria Le Dous. responsible for Uniqlo’s sustainability – but we create timeless garments in which we invest in research and innovation to improve quality and comfort every season and also so that they last a very long time. We are convinced that the Re Uniqlo studio, where our garments can be repaired to give them a second life, is fundamental, not only to offer the customer this opportunity but also to give a concrete signal that manages to encourage sustainable and responsible in the world of clothes and accessories.”
And it is with the local artisan fabric and partnerships with city realities that Uniqlo has chosen to share its arrival in the capital: «Through a varied network of collaborations with artists, artisansshops and meeting places, we were able to better understand what it means to be Roman – explained Mark Barnatovic, operations director of Uniqlo Italia – to grasp the cultural value and understand the lifestyle of the city”.
Inauguration with pastry shop
For theinauguration of the new flagship, the brand collaborates with various Roman partners, and tomorrowto the top 500 consumers while waiting to discover the new store, one will be offered breakfast thought up by pastry chef Roman Fabrizio Fiorani. With a minimum purchase of 50 euros and scanning the app, it will be possible to receive the limited edition tote bag designed in collaboration with the Tokidoki brand. «Our search for local partners began with a project launched together with Perimetro, a global community of photographers that offers a visual representation of our “From Tokyo to Rome” concept – says Uniqlo Italia campaigns manager Alessandro Poggi – and continued in a more targeted collaboration with local artists like Simone Wood, Cecilia Sammarco And Giulio Castagnarowho gave their artistic contribution to our idea of Lifewear in Rome”
The map of the shops
With the intervention of Diffuse Rome and the Bla Studio project was then created a real one map from the shopshistoric cafés and points of interest to discover close to the store among art spaces, networks of artisans and meeting places that dot and enclose the Lifewear aimed at making our days better, lighter and with a pinch of comfort: with one distance maximum of 15 minutes on foot you can then reach the Patrizia Fabri boutique in via dell’Ocawhich exhibits over two thousand shapes of hats or the Litografia Bulla in via del Vantaggio, in business for 7 generations or the Marmoraro Of via Margutta and many others historical realities of excellence of our artisanal fabric.
Tags: inauguration Alberto Sordi gallery free breakfast visitors
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